Pay more attention to low and mid-range keys
Posted: Wed Jan 29, 2025 7:50 am
Shorter phrases are more frequently searched for. A simple example: over six million users searched for the word "grapefruit", and Google's results for it are 6,090,000 positions. While the number of queries for "buy grapefruit wholesale" is much lower, only 346,000.
The traffic flow for low-frequency keywords is smaller, but it is of higher quality: it is clear that people need your product. Be sure to evaluate the competitiveness of such keywords (after all, they may already be used on many sites). Competitiveness is calculated as follows:
KEI = (number of queries during the month)² / number of positions in the search results for this query.
The result is evaluated as follows:
KEI between 0 and 10 - the key competitiveness is low.
A KEI value from 10 to 100 means competitiveness is considered average.
KEI in the range from 100 to 400 and more las vegas email list is a high and even very high competitiveness of the key.
How and Why to Track Marketing Metrics
Source: GamePixel / shutterstock.com
The number of requests can be seen in special keyword selection services like Yandex.Wordstat. And the number of positions in the search results can be seen in the search engines themselves.
If you have different ad groups for low-frequency and high-frequency phrases, then you can cheat a little. Add high-frequency keywords to the list of negative words for low-frequency ads, and then traffic will not be wasted on them.
Think carefully about the text of your ads
People want to quickly find exactly what they need, so make sure that the content of the ad matches the offer on the landing page. You can set out the terms of the promotion or the unique selling proposition directly in the ad.
Change your ad texts and see how it affects conversion. Google Ads has a special feature for this: creating split lists of new versions of existing ads. This is done in the Projects and Experiments section.
You create a new test version of advertising, it is attached to the one that already exists, and part of the money from the existing campaign goes to it. Look at the result and then completely change everything or leave the test version as an independent advertisement.
Important point! Reducing the cost of a lead does not always mean winning big. The reality is that the price may differ only by half, but one source gives a conversion of 1%, and another - 3%.
Pay enough attention to delayed conversions
It is not necessary that the necessary conversion occurs immediately after the user lands on the site. A person can go through, for example, the following stages:
clicked on an ad on a social network, got to the site and immediately left;
he came across a contextual advertisement - he went back and clicked “subscribe to the newsletter”;
I received a letter with a link in it, looked at it and left;
I ended up on the site by following a direct link and immediately made a purchase.
It is necessary to calculate the conversion rate to a subscription (this was provided by contextual advertising) and the conversion rate to a purchase (this was caused by a click on a direct link). However, the visitor first saw the advertisement on social networks, that is, we are talking about the so-called delayed conversion. Thus, the cost of a lead consists of the costs of advertising on social networks, contextual advertising and mailing.
To reduce the cost of a lead, it is also necessary to pay sufficient attention to delayed conversions. They show where people come to the site from and how to bring them closer to a purchase as quickly as possible by reducing the number of steps in the funnel.
If we talk about Yandex.Metrica, then there is an opportunity to see which ad attracted the user and where he made the transition from, after which he performed the target action. This information will be useful in order to find a way to reduce the cost of a lead in Direct.
Google Analytics has what are called multi-channel sequence reports. Here you can see conversions across all existing channels: where they started, where they ended, how long they lasted, and how much money they brought in. Each channel has its own importance according to how effective it is for conversion. The data is collected within 90 days.
The traffic flow for low-frequency keywords is smaller, but it is of higher quality: it is clear that people need your product. Be sure to evaluate the competitiveness of such keywords (after all, they may already be used on many sites). Competitiveness is calculated as follows:
KEI = (number of queries during the month)² / number of positions in the search results for this query.
The result is evaluated as follows:
KEI between 0 and 10 - the key competitiveness is low.
A KEI value from 10 to 100 means competitiveness is considered average.
KEI in the range from 100 to 400 and more las vegas email list is a high and even very high competitiveness of the key.
How and Why to Track Marketing Metrics
Source: GamePixel / shutterstock.com
The number of requests can be seen in special keyword selection services like Yandex.Wordstat. And the number of positions in the search results can be seen in the search engines themselves.
If you have different ad groups for low-frequency and high-frequency phrases, then you can cheat a little. Add high-frequency keywords to the list of negative words for low-frequency ads, and then traffic will not be wasted on them.
Think carefully about the text of your ads
People want to quickly find exactly what they need, so make sure that the content of the ad matches the offer on the landing page. You can set out the terms of the promotion or the unique selling proposition directly in the ad.
Change your ad texts and see how it affects conversion. Google Ads has a special feature for this: creating split lists of new versions of existing ads. This is done in the Projects and Experiments section.
You create a new test version of advertising, it is attached to the one that already exists, and part of the money from the existing campaign goes to it. Look at the result and then completely change everything or leave the test version as an independent advertisement.
Important point! Reducing the cost of a lead does not always mean winning big. The reality is that the price may differ only by half, but one source gives a conversion of 1%, and another - 3%.
Pay enough attention to delayed conversions
It is not necessary that the necessary conversion occurs immediately after the user lands on the site. A person can go through, for example, the following stages:
clicked on an ad on a social network, got to the site and immediately left;
he came across a contextual advertisement - he went back and clicked “subscribe to the newsletter”;
I received a letter with a link in it, looked at it and left;
I ended up on the site by following a direct link and immediately made a purchase.
It is necessary to calculate the conversion rate to a subscription (this was provided by contextual advertising) and the conversion rate to a purchase (this was caused by a click on a direct link). However, the visitor first saw the advertisement on social networks, that is, we are talking about the so-called delayed conversion. Thus, the cost of a lead consists of the costs of advertising on social networks, contextual advertising and mailing.
To reduce the cost of a lead, it is also necessary to pay sufficient attention to delayed conversions. They show where people come to the site from and how to bring them closer to a purchase as quickly as possible by reducing the number of steps in the funnel.
If we talk about Yandex.Metrica, then there is an opportunity to see which ad attracted the user and where he made the transition from, after which he performed the target action. This information will be useful in order to find a way to reduce the cost of a lead in Direct.
Google Analytics has what are called multi-channel sequence reports. Here you can see conversions across all existing channels: where they started, where they ended, how long they lasted, and how much money they brought in. Each channel has its own importance according to how effective it is for conversion. The data is collected within 90 days.